Transcript Marketing-and-Website-Optimisation

WELCOME TO…
www.heyhereiamcomeandvisitme.com.au
The web… and other Marketing strategies
Today’s Workshop…
Learn how a measured approach to your
overall marketing including website
development can generate "Passive Leads"
for the life of your business and establish a
platform upon which to continue growing!
RULE #1
Leads = Sales
Whether it be through Website Marketing or
other Advertising mediums.
Our objective is to increase Leads to
increase Sales.
Defining Marketing…
Common misconception:
Marketing means “Advertising”
Marketing is:
The process of Identifying, Contacting,
Attracting & Keeping customers. (ICAK)
Secret Ingredient: CONSISTENCY
Briefly… The 4 P’s
“The Customer’s perspective”
1. Product – Packages, Benefits, Features & Evolution.
2. Price – Value, Competitors, Discounts & Policies.
3. Promotion – Sales & Advertising, P.R., Web & more!
4. Place – Distribution Scope of your Product/Service.
RULE #2
Learn to SELL!
The ability to sell is a vital component in the
process of Marketing.
Leads are only good for one thing… SALES!
Sales become customers that are good for referrals.
Lifecycle of a Lead
Incoming Enquiry:
Information Exchanged
Sale
Up Sell (Merchandise & Memorabilia)
Repeat Sales (re-bookings)
Referrals
Open Discussion…
Marketing is:
The process of Identifying, Contacting,
Attracting & Keeping customers. (ICAK)
Identifying – Let’s discuss!
Identifying…
1. Schools (principals & coordinators
2. Churches (Church Secretary,
committee members)
3. Corporate (Owners & HR managers)
4. Groups (Recreational, NFP & Disabled)
5. National & International (Don’t sell
yourself short!)
Contacting…
1. Methods
Direct: *Phone *Email *Direct Mail
Non-Direct: *Publications/Magazines
*Advertising
2. Timing is everything
*School terms *Church calendar
*Seasonal prompts
Attracting…
1. Incentives & Value-adds
2. Discounts (off peak times)
3. Promotions (seasonal attractions,
important dates)
4. Benefits & Features
5. Word of Mouth
Keeping…
1. Database Building
(Notification & Reminders, paper
and electronic system – 3P’s)
2. Customer Relationships
3. Regular Contact
4. Newsletters/Advertising
5. Special Offers
RULE #3
Create “Passive” Leads
Passive leads are incoming enquiries to your
business that have been established over
time through consistent marketing initiatives.
Examples…
Examples…
1. Directory/Tourism Publications
2. Affiliations (other camps, Suppliers & Local Business)
3. Signage (Where applicable)
4. Sponsorships
5. Donations (Schools, Charities & Churches)
6. Internet Directories (discussed later in detail)
7. Organic Search Engine Listings
WWW SUCCESS
When your website becomes a
lead generation power plant!
Website Marketing
1. Importance of Website
2. Building your Website
3. Search Engine Optimisation
4. Promoting your Website
Importance…
A clear indication of Australians uptake of the internet.
Importance…
Internet Usage and Population Statistics for Oceania
OCEANIA
American Samoa
Population
( 2007 Est. )
% Pop.
Oceania
Internet Usage,
Latest Data
% Population
(Penetration)
% Users
Oceania
Use Growth
( 2000-2007 )
57,663
1.6 %
--
--
--
0.0 %
1,446
0.0 %
--
--
--
0.0 %
20,434,176
60.9 %
15,504,532
75.9 %
80.9 %
134.9 %
Australia, Ext. Ter.
3,750
5.6 %
--
--
--
0.0 %
Christmas Island
1,493
0.0 %
464
31.1 %
0.0 %
0.0 %
618
0.0 %
--
--
--
0.0 %
21,750
0.1 %
3,600
16.6 %
0.0 %
0.0 %
0918,675
02.7 %
80,000
8.7 %
0.4 %
966.7 %
278,963
0.8 %
65,000
23.3 %
0.3 %
712.5 %
Antarctica
Australia
Cocos (Keeling) Is.
Cook Islands
Fiji
French Polynesia
Importance…
1. Primary source of information sought by consumers.
2. One of the most cost effective advertising
mediums available to businesses.
3. Customers expect to see you online – negative
perceptions can be formed.
4. With this in mind… don’t under cook this chook!
Websites that don’t communicate the right message can
turn customers away especially when compared to your
competitors – Q: Are you getting Leads from your website?
Building Your Website
1. What is your Site’s Key Objective?
* To Be SEEN! Even when you’re not being looked for!
* Communicate/Introduce your business/ Brand/
key features and benefits.
* Solve a problem - information
* Collect contact details
* Encourage Contact
* Sales? i.e. memorabilia.
* Manage customer contact? i.e. take bookings.
Building Your Website
2. Your Website is…
* Your Virtual Staff Member – more than a shop
front, should be full of relevant information and
always ready to offer polite and helpful service.
* Often the first point of contact with your
potential customers – not like the good old days
when new customers picked up the phone, these
days they see your website and make a decision
whether or not to call you.
Building Your Website
3. Site Plan:
• A site plan is a blueprint for a Website.
An overview that lists all of the pages available, how
they are linked and all of the content you wish to
provide. This is where your critical work begins.
Not until this plan is complete should the architectural
design work commence.
Building Your Website
4. Architecture:
a)Aesthetics – Pleasing & practical site design, people love
pics. Brand consistent colours/shapes. Simple navigation
and ease of information accessibility.
b)Technical Quality – Test browser compatibility, Load
speeds (3-5 seconds), SEO Compatibility - your site’s
foundation should include: Meta Titles, Meta Descriptions,
Meta Keywords and correct file naming.
c) Google Analytics – A FREE tool that your web master can
add to your website to provide traffic reports on your site.
Building Your Website
5. Content Management:
The content throughout your site should be relevant
and informative.
Include in your content some interactive components such
as; site map, location maps, contact forms, newsletters,
blogs, news feeds, surveys, great offers or downloads which
are updated regularly, monthly, quarterly, etc. With more
activitly comes more hits. Including auto updates such as
news feeds, local weather, date and time, are great low
maintanence ways to ad activity to your site.
10
SEO
( Search Engine Optimisation)
1. Sufficient page text – Search Engines love and
reward good content with high ranking results.
2. Unique Page Title - Each page on your site should
have a unique title based on the pages content and your
most important keywords. Don’t use your business name
use a critical key word that may be searched to find your
product, service, location etc..
3. Unique Meta Description - Each page on your site
should have a unique meta description based on the
pages content and your most important keywords.
10
SEO
( Search Engine Optimisation)
4. Unique Meta Keywords - Place unique meta keywords
on each page based on page content and priority keywords.
5. Keyword repetition in page text - Keywords should
be used frequently on the page but don't get carried away,
make sure the page is still comfortable for your visitors to read.
6. Keyword tags in page text - Use heading html tags
and bold to tell the search engines what you think are the
most important words on your page.
7. Keyword placement in page text - Ensure that first &
last paragraphs on your page include your major keywords.
10
SEO
( Search Engine Optimisation)
8. Reciprocal Links - are a great way to share traffic with
other businesses that may be interested in like products or
services. It’s very simple to ad links to your site and share your
link with other sites.
9. ONE-WAY-Links - One of the major influences of a good
search engine ranking position (SERP), is having good quality
‘one-way’ links pointing to you from high quality ‘like’ sites &
directories.
10. Link-Baiting – Seek to add content that people will
enjoy and want to link to. Ask sites to link to yours. QUALITY
websites pointing to your site will greatly improve your SERP.
Online Marketing
1. Your Search Results (Organic & Paid)
2. Website Directories (Free & Paid listings)
3. Pay Per Click Programs (Targeted advertising)
4. Social Networks (Generating online W.O.M)
5. Promote your Website across all Mediums
Online Marketing
2. Website Directories
FREE Listings: There are various directories both free and paid
where you can list your contact details, products and services.
Examples:
- yellowpages.com.au
- truelylocal.com.au
- whitepages.com.au
- pinkpages.com.au
- yourlocalbusinessdirectories.com
- yourchamberofcommerce.com
These same directories promote greater exposure once you
take up a paid advertising campaign.
Online Marketing
2. Website Directories
Where to Start: Your objective in listing on directories is to
improve your visibility and hits which will in turn improve your
organic search rank.
HINT: Pretend you’re a customer and do a basic internet
search yourself as though you were looking for your service.
Some results will be competitors, look at their website and see if
there’s anything they’re doing that can improve your site, other
results will be directories – list where you can for free and
consider paid advertising at your discretion.
Online Marketing
2. Website Directories
Another Valuable Resource – Venuefinder.com.au
Venuefinder.com.au has been established for over 2 years.
Has generated an estimated $2.5 Million worth of business since
inception.
* At last count was generating an average of 120+ leads/month
* Exposure to 16000 schools and churches.
* Promoted heavily in CCI’s primary magazine publication
* “Somewhere To Go” – highly trusted information resource
distributed to schools and churches.
Online Marketing
3. Pay Per Click Programs (Targeted Advertising)
Google Ad Words - Really put the site owner in control of
your marketing spend. With the flick of a button you can control
the hourly budget spent either increasing or decreasing in line
with your results and cash flow.
You can find Google ads on the top and right side of the
search pages of a browser. Search results found in the middle of
the browser page are organic search results and determined
by hits not money spent.
SEE KEYWORD INFORMATION DATA HERE!
Online Marketing
4. Social Networks (Generating online WOM)
BOOM: The social network scene has exploded with sites like
Face Book and MySpace becoming popular not only with
the younger net savvy Generation but especially with
Generation Y – that are now up to 31yo and hold senior
positions in Corporate, Schools, Churches & other groups.
WOM: People love pictures! Showcasing images of different
groups having fun and commenting on your social networks
and blogs is an excellent online testimony to future
customers – young people grow up into customers too!
Online Marketing
4. Promote your website across all mediums
If you have it, Flaunt it! – You can now confidently direct
your customers to your website as you please. Your website
is working for you 24/7 long after you’ve turned on your
answering machine!
Internet people are sometimes creatures of the night,
choosing to do their research after hours from the comfort
of their home. They realise they cant call you but will often
send an email or complete an enquiry form if you offer this
option.
Online Marketing
4. Promote your website across all mediums
If you have it, Flaunt it! – You can now confidently direct
your customers to your website as you please. Your website
is working for you 24/7 long after you’ve turned on your
answering machine!
Internet people are sometimes creatures of the night,
choosing to do their research after hours from the comfort
of their home. They realise they cant call you but will often
send an email or complete an enquiry form if you offer this
option.
Online Marketing
4. Promote your website across all mediums
Improve all of your marketing effectiveness:
When you send letters, invoices, emails, brochures or
advertise in the many offline mediums available – including
your website address will compel the audience to interact
further with your business.
You can communicate a lot of information on a website at
far more economical rate than in a brochure, print ad or
radio. All these initiatives are only improved once supported
by a URL that is easier to remember than a phone number!
Marketing
Online and OFF…
Thank
you!
DISCUSSION (…time permitting)